Advertisers React To Google’s ‘Get rid of Redundant Keywords’ Update

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What method to ring in the new year with a fresh Google Advertisements update?

On January 4, Google emailed marketers who presently have the auto-applied idea “remove redundant keywords” enabled on their accounts.

The email mentioned beginning January 19, Google will start eliminating redundant keywords across various match types.

Initially reported by Robert Brady via Twitter, advertisers rapidly took to various social media outlets to share their concerns over the brand-new upgrade.

What’s Changing?

Currently, one of Google’s auto-applied recommendations enables the system to remove redundant keywords of the same match type within the exact same ad group.

With the January 19 upgrade, Google’s upgraded its policy to eliminate redundant keywords across different match types.

Basically, Google will get rid of expressions or specific match keywords if a broad keyword covers the search question.

A part of the e-mail from Google listed below describes more information:

< img src="https://cdn.SMM"alt ="Google's modification to the

redundant keyword policy will enter into effect on January 19, 2023.”/ > Advertisers Alike Cause Uproar Greg Finn didn’t hold back his opinion on the policy upgrade announcement: On what world does this

make sense? Google Ads is altering the definition & execution of a recommendation AFTER IT HAS CURRENTLY BEEN APPLIED. This need to be a various suggestion. How could anyone EVER apply a @GoogleAds suggestion to an account again? #ppcchat

— Greg Finn (@gregfinn) January 4, 2023

Other marketers chimed in on Greg’s post with comparable sentiments:

So, what makes this upgrade so controversial with online marketers? As others have mentioned, among the primary concerns is that Google has actually changed the meaning of an existing auto-applied recommendation. With such a significant modification, it’s argued that

this ought to be a brand-new recommendation for advertisers to choose in or opt-out of. Another concern is around Google’s capability to resolve context and belief in a right matter. Finally, the consensus is that these updates are once again aimed at small businesses and beginner marketers to handle their accounts more effectively.

But where does that leave the experienced online marketers who have spent years testing and refining their keyword strategies?

Google Advertisements Liason Attends To Marketer Issues

After connecting to Google for comment, the main Google Advertisements Liason responded by means of Twitter on January 5:

Marketer Mike Ryan created a well-thought-out response that was favored by the PPC community on LinkedIn. He included an idea to help avoid situations like this in the future. The thread continues with extra clarification and FAQs:

In the thread reply, Marvin addressed the following from Ryan’s letter:

  • The test went through several models before releasing
  • The test was stopped briefly early on due to a bug
  • Numerous experiments at a time can trigger communication obstacles
  • Total outcomes of the redundant keyword experiment were favorable


If you are already chosen into Google’s auto-applied suggestion to get rid of redundant keywords, the new policy will go into effect on January 19.

The brand-new policy will not make any retroactive changes to your account. Nevertheless, because this is not a new suggestion, you would have to disable this auto-applied recommendation if you do not want to participate.

A significant change from Google so early on in the brand-new year might be a sign of much more significant changes in the future.

The open dialogue in between advertisers and the Google Advertisements Liason is an excellent step towards more transparency and factor to consider for all online marketers– beginner or experienced.

An unique thank you to Google Ads Liason Ginny Marvin for quickly dealing with advertisers’ questions and transparently.

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